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Sequence Matters: A More Effective Way to Use Advertising and Publicity

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  • LODA, MARSHA D.
  • COLEMAN, BARBARA CARRICK

Abstract

The purpose of this research is twofold: (1) to examine the persuasive effects of a message that is presented either as advertising or publicity, and (2) to study whether sequencing (i.e., advertising-then-publicity or publicity-then-advertising) matters in integrated marketing. Specifically, this research tests (1) whether there is a difference between advertising and publicity on message acceptance and message response, and (2) whether the sequencing of publicity and advertising affects message processing. Four dependent variables are studied: message strength, perceived credibility, attitude toward the destination, and purchase intent. Results suggest that the sequence, publicity-then-advertising, is most effective at persuading potential customers to visit a tourist destination.

Suggested Citation

  • Loda, Marsha D. & Coleman, Barbara Carrick, 2005. "Sequence Matters: A More Effective Way to Use Advertising and Publicity," Journal of Advertising Research, Cambridge University Press, vol. 45(4), pages 362-372, December.
    • Handle: RePEc:cup:jadres:v:45:y:2005:i:04:p:362-372_05
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    Cited by:

    1. Diego Rinallo & Suman Basuroy & Ruhai Wu & Hyo Jeon, 2013. "The Media and Their Advertisers: Exploring Ethical Dilemmas in Product Coverage Decisions," Journal of Business Ethics, Springer, vol. 114(3), pages 425-441, May.
    2. Habiba Elbardai & Kamal Lakhrif & Hélène Yildiz, 2021. "Rational and Emotional Advertising: A bibliometric Analysis (1990-2020)," Post-Print hal-03512371, HAL.
    3. Gebreselassie, Andinet Worku, 2019. "On communicating about taboo social issues in least developed countries : The case of Ethiopia," Other publications TiSEM bb35ee74-fdd7-4220-af92-5, Tilburg University, School of Economics and Management.

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